The aim of this paper is to examine primarily Croatian, but also Bosnian andSerbian media and literary discourse on representations of Scandinavia as aconstructed sociocultural space. Analysis of media discourse was conducted byexamining journalistic texts published on various web portals over the past fewyears. The majority of these representations are very positive, constructingScandinavia as a social utopia. I argue that these representations are morenarratives that “we tell ourselves about ourselves” (Geertz) than objectivereflections of reality. I discuss the importance of popular culture and brands inreinforcing positive representations. Furthermore, literary texts by A. Me?kovi?,B. Sejranovi? and D. ?pi?i? construct representations of Scandinavia from animmigrant perspective. These are potentially politically subversive because theyaddress questions about the power of those in the position of the Other inScandinavian societies.
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